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New Survey Reveals Online Shoppers Value and Are More Likely to Buy From Emails Featuring Personalized Products

Listrak Releases Results of Harris Interactive Study

Listrak, an innovator of omnichannel digital marketing solutions for retailers, recently released results of their survey questioning online shoppers about their attitude towards emails featuring personalized product recommendations. Results reveal that online shoppers clearly value emails featuring merchandise selected based on shopping habits and preferences; are willing to receive more emails if they make shopping easier for them; are willing to share information with retailers in order to receive more relevant emails; and are more likely to purchase items if emails feature products based on their shopping habits and preferences. 

The results are from a Listrak-sponsored Harris Interactive survey conducted online from December 11-13, 2013, of more than  2,000 U.S. men and women age 18+, 84% of whom shop online regularly (more than twice a month) and who have signed up to receive promotional emails from a retailer.

84% of online shoppers who’ve signed up to receive promotional emails reported that they find it helpful if products featured in emails were relevant based on their shopping habits and preferences. In fact, 69% reported that they are willing to share personal preferences with retailers in order to receive emails more relevant to them.

More than one quarter (27%) reported that they were extremely or very willing to receive additional promotional emails each week from select retailers if they were personalized based on past shopping habits, with more than eight in 10 (82%)  at least somewhat willing to do so.

Why would shoppers want to receive more promotional emails than are already landing in their inboxes each day? The study reveals that online shoppers find emails that present them with recommended products personalized to their unique preferences and past purchases helpful. In fact, a full 90% of  online shoppers who’ve signed up to receive promotional emails reported that they find it helpful to be alerted when products they frequently buy go on sale, and 72% revealed that they are willing to receive more emails if they make shopping easier for them, such as weekly sales, top sellers and new products.

Perhaps the most encouraging news of all for retailers rolling out their 2014 email marketing strategies is that more than three quarters (77%) of the online shoppers who’ve signed up to receive promotional emails reported that they are more likely to purchase items online or in store if emails feature products based on their shopping habits and preferences. In fact, one quarter (25%) reported that they were extremely or very likely, while 82% were at least somewhat likely, to purchase more items online or in store if they were to receive email featuring recommended products based on personal preferences and/or shopping habits. 

Listrak CEO Ross Kramer comments, “Online retailers should find the results of this study thrilling. It not only definitively shows the effectiveness of email in driving conversions, but also that online shoppers find personalized recommendations helpful enough to make them more likely to purchase more – so much so that they are willing to share preferences with retailers and receive more emails from them if the merchandise featured is customized to their shopping behaviors and past purchases and helps them in their shopping journey.”

Abbreviated Methodology

This survey was conducted online within the United States by Harris Interactive on behalf of Listrak from December 11-13, 2013 among 2,019 adults ages 18 and older. This online survey is not based on a probability sample and therefore no estimate of theoretical sampling error can be calculated. For complete survey methodology, including weighting variables, please contact Donna Fulmer at dfulmer@listrak.com.

About Listrak

Listrak is an omnichannel digital marketing solutions provider that works with retailers to drive revenue growth, profitability and increase the lifetime value of customers. Founded in 1999, the company’s solution suite boasts analytics technology that enhances campaign performance, shopping cart abandonment solutions that help recoup lost revenue, post purchase solutions to increase lifetime value, seamless integration across multiple platforms, as well as email, mobile, social and more. Listrak has more than a decade of digital marketing experience and works with leading U.S. online retailers, including Deb Shops, Waterford, Swell, Speigel, The Grommet and La-Z-boy. For more information, visit http://www.listrak.com.

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